B2B marketing plan development for Kolmeks Components using SOSTAC® framework

Abstract

This is a product-based thesis resulting in a B2B marketing plan for Kolmeks Components, a business area of Kolmeks Group. Kolmeks Components provides contract manufacturing and supply chain solutions for electromechanical motor components. Its marketing efforts have remained limited, creating a need for more structured and targeted development. The objective of this thesis was to create a marketing plan that helps the company improve visibility, strengthen positioning and generate qualified business opportunities. The scope was defined with the commissioning company and was supported by the thesis author's ongoing role as a Marketing and Sales Trainee.

The thesis applies the zipper-model to ensure parallel development of theory and practice. It follows the SOSTAC® planning framework, which covers six elements: situation analysis, objectives, strategy, tactics, actions and control. Theoretical insights from B2B marketing and planning literature were used throughout. The situation analysis included SWOT, segmentation and B2B buyer behaviour analysis. Three semi-structured interviews with internal stakeholders supported the practical relevance of the direction. The strategy guided the overall direction of the marketing plan, while the selected tactics included account-based marketing, LinkedIn marketing, website and SEO improvements, participation in industry events and chambers, and the use of marketing technology. Actions were proposed to implement these tactics in a practical way. Control measures were defined based on the objectives to support monitoring and long-term development.

The project was carried out between February and May 2025, following the structure of the project life cycle model. The result is a marketing plan document presented in a presentation format. The outcome was positively received by the commissioning company and is intended to support future marketing development of the Kolmeks Components business area.